Midwich has confirmed that it is gearing up to sell Dell printers with a launch date set for later this month.
As revealed by MicroScope's Reseller Radar blog last month, the Texan tech titan was negotiating Ts&Cs with Diss-based print and AV specialist Midwich to expand its distribution channel beyond Micro P.
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Alex Ward, commercial director at Midwich, told MicroScope the agreement kicks off on 22 March and it is in the process of adding to its sales and business development team to lead the charge in the SME and public sector reseller markets.
"There is dual investment from Dell and Midwich," he said.
The Dell portfolio is effectively rebadged Lexmark, Samsung and Fuji-Xerox kit but Ward defended the line card saying other manufacturers also use rivals' print engines and the strategy allowed Dell to select the best equipment on the market.
"Today in the main volume area of the market Dell has got a very strong offering, people like the brand," he said, but conceded that in the high-end space, particularly the A3 and managed print services segments, there were some gaps.
The Dell brand will sit alongside existing Midwich partners including Brother, Lexmark, Canon, Samsung, Oki, Konica, Kodak, Ricoh and Kyocera.
Figures from analyst Context show that Dell's UK printer business fell nearly 18% year-on-year in 2010 caused by a major decline in sales of its All-In-One Inkjets, which took its market share to 2%.
Dell was unavailable to comment at the time of gonig to press.